Company Profile
BGI Genomics is a global leader in gene technology and precision medicine, founded with the mission of using genomics to benefit humanity. Through over 20 years of talent, research, and industrial accumulation, BGI has built a comprehensive marketing and service network spanning more than 100 countries and all provinces in China. The company provides multi-omics research services and precision medical testing solutions to scientific institutions, enterprises, hospitals, and public health organizations worldwide.
Industry
Healthcare & Life Sciences
Company Size
3,000-4,000
HQ Location
China
Business Challenge
1. Strengthening Consistency in Marketing and Service Data
Customer rules differed across BGI’s various business units, making it challenging to maintain fully aligned equipment and asset records and a consistently accurate information base. As the business continued to grow, establishing a single, reliable customer view became increasingly important to support more effective marketing and service operations.
2. Advancing Visibility in Sales Process Management
Much of the sales process relied on spreadsheets and email-based coordination, leaving room to introduce more systematic tools for tracking and analysis. Greater visibility into sales activities could help reduce duplicated efforts and better support performance KPIs around lead conversion and market activity outcomes.
3. Connecting Pre-Sales, In-Sales, and After-Sales Operations
Business processes spanned multiple systems with only partial integration, leaving gaps between the pre-sales, in-sales, and after-sales stages. Bridging these stages more closely could help reduce duplication of work and strengthen end-to-end visibility and control across the customer journey.
4. Deepening Collaboration with Dealers and Partners
Interactions with dealers and partners, including information sharing and order processing, were largely managed offline through manual communication. Enhancing digital collaboration could free up time, improve responsiveness, and support even stronger, more efficient relationships with external partners.
Neocrm Solution
1. Unified Marketing Service Master Data Center
Neocrm built a centralized platform centered on customers, joint laboratories, and assets. This eliminated data duplication, improved information accuracy, and provided a single source of truth for all marketing and service activities.
2. Refined Sales Process Management Online
Sales Cloud from Neocrm digitized the entire sales workflow with systematic lead import, allocation, and conversion tracking. Sales teams gained mobile support for daily operations, enabling faster execution, better performance monitoring, and clear ROI analysis for market activities.
3. Unified Sales-Service Automation Platform
Neocrm bridged pre-sales, in-sales, and after-sales processes into a single automated system. This eliminated silos, reduced duplicated work, and enabled seamless data flow and collaboration across departments for faster, more efficient end-to-end operations.
4. Unified Dealer Collaboration Portal
A dedicated partner portal was established with standardized account and permission management. Dealers gained self-service capabilities for information inquiry, order submission, and updates, while headquarters strengthened communication, target setting, and performance oversight.
Result
Since implementing Neocrm platform, BGI has successfully transformed its global sales and service operations into a highly efficient, integrated digital ecosystem. Fragmented data and offline processes have been replaced by a unified Customer 360 platform and automated workflows that deliver real-time visibility and seamless collaboration across marketing, sales, service, and partner teams.
Market activities now benefit from systematic lead tracking, automated conversion monitoring, and clear ROI control, while sales-service gaps have been eliminated through end-to-end automation. Dealer collaboration has become far more efficient with self-service portals and standardized processes, significantly reducing manual communication and improving partner engagement.
By choosing Neocrm’s flexible and scalable CRM solution, BGI has made breakthroughs in many aspects. In the channel business, the number of manual account applications in OA (previously over 7,500) has been greatly reduced; contract-account matching has cut errors by over 50%; and dealer order submissions (average 3,000+ per year) now save an estimated 18.75 person-days. In service operations, integration with Neocrm has streamlined 6,000+ work orders per year, saving approximately 25 person-days through automated processing and reduced manual entry.
